IKEA has launched its Soft Toys for Education campaign, an annual initiative to raise funds for Save the Children and UNICEF.
The campaign will see the furniture retailer donate one euro for every soft toy purchased from its stores to educational projects run by Save the Children and UNICEF around the world.
Fundraising.co.uk reports that this year’s initiative is being promoted with six animated videos of soft toys, narrated by Claudia Winkleman, Dr Who’s Arthur darvill, Nina Wadia and TV and film stars James Nesbitt and Stephen Graham.
Each short feature tells of children living in poverty in developing countries who have benefited form the campaign in previous years.
The Soft Toys for Education has raised a total of €67 million since its launch in 2003.
“It was an honour to be involved with the great work IKEA is doing with Save the Children and UNICEF,” said Winkleman. “It is such an engaging way to bring the stories of these children to life and to raise awareness for this great cause.”
Carol McSeveney, children’s IKEA sales leader, added: “We hope that the irresistible voices of some of our best loved TV and film stars, together with this year’s magical range of soft toys rally helps to get our message out there.
“So, pick up a soft toy from Ikea this year and give more children the opportunity to receive a quality education.”
This year’s range of IKEA sift toys starts at 80p for the Gulleplutt finger puppets.